Even if this means they’re just opening the app and doing a quick scroll, you have eight chances per day to catch their attention and engage them, whether you’re reaching out via organic or paid marketing. Think about the number of things you do eight times per day, and you’ll have the trouble of making a big list here.

With people on the platform for this long, this is more than just idle scrolling every time they log on. People are engaging, socializing, and making connections. We’ll look at how exactly they’re doing that a little later on.

While this may seem like only a small fraction of the overall number of users on Facebook daily, this is still a huge percentage, especially considering that the Stories feature is growing. I always recommend that my clients use Stories, just because it helps you fight organic reach and increases the likelihood that engaged audience members will see your content on a regular basis.

Facebook General Marketing Statistics

We know there’s a huge opportunity for connecting with our audience, so now let’s take a look at several general marketing statistics that showcase some buyer behavior, marketer behavior, and more.

5. 39% of users will follow a Facebook Page in order to receive a special offer.

Most people will take specific actions because it benefits them in some way, and it turns out that getting something to like a Page is no exception. If you want to incentivize a big growth in followers, try running contests, hosting a sweepstake, or creating an official Facebook offer to drive a few more likes.

If you really want to grow followers aggressively, make sure you boost the post or turn it into a paid ad for maximum visibility.

Out of that 57%, a whopping 44% said that Facebook was most influential. This is due largely to the fact that we’re using social media differently than we used to. Many users are utilizing the site as a search engine and a research tool, and the ability to see a ton of social proof and reviews quickly after discovering a brand (whether through search or ads) is a huge asset.

If you go to checkout the statistics from last year, you’ll see that’s a big increase; last year, there were only 60 million. This does, unfortunately, mean that the competition is fiercer and that more businesses are flocking to the platform. That being said, many small and medium businesses (and even larger ones) fail to engage their audiences properly; if you’re able to do so, you’ll be good to go.

The key phrase here is “average,” because brands with consistently lower-engaging content and less on-platform activity will see reach rates even lower. Still, it’s good to have a solid number as a guideline, and to know what to expect. 6.4% of your total Page likes is much lower than we’d want, but it’s also better than the 2% number floating around.

Facebook Groups was the big thing of 2018. More groups are popping up, and we’re rapidly getting new features (including the option to create paid groups and some outstanding group insights). If your business is able to create a branded group that provides value and a sense of community to your customers, you’ll have a better chance to showing up in their feed and building a relationship with them on social.

That’s an enormous percentage, and it shows that people are willing to come across products and services that would be useful to them and purchase. They just need to see ad copy that’s engaging and directly relevant to them, and they might need to see ads from a company a few times before they convert.

Almost half of all users are only using the mobile app in order to access the platform, meaning that all of your content needs to be mobile-optimized. Look at creating more vertical videos, and keep long-form posts easily digestible with short sentences and paragraphs. And, of course, always ensure that any landing pages you’re sending people to is always mobile-ready.

The fact that such a small percentage of Facebook visits happen on desktop is significant. That being said, sometimes longer duration periods of usage will happen on desktop, but you need to be ready to capture users no matter what platform they’re using.

That’s slightly more than one out of four customers who click on your ad. This is relatively high click to conversion rate when compared to some other platforms, and it shows that there’s incredible selling potential if you’re able to connect with the right audience.

While the conversion rate can seem on the high side, that’s partially because CTR is so low on average. Before you feel dejected, however, think about how many ads you scroll past and how many you click and convert on. It may not be a lot, but then you might become a loyal customer to a new brand you love. Again, the key will be targeting the right audience and then just playing the numbers game.

This shows how effective the ad platform can be. The vast majority of advertisers would not be flocking to Facebook so religiously if they didn’t work or if they were “too expensive.” If you aren’t getting the results you want, consider looking into the AdEspresso coaching calls so you can get on track and see success, too.

I want to flag something here. This is a recent case study, and I think this is an OUTSTANDING place to start for most businesses. That being said, you shouldn’t follow this religiously, and instead, use it as a guideline to start testing.Your Ad copy will be highly subjective based on what you’re selling and who you’re selling to. AdEspresso’s Sarah Sal has written extensively about how storytelling in long-form copy can yield outstanding results will do well, and I always try to test different styles and lengths of ad copy when we’re working with new clients.

This is a jump, especially because some small businesses find the ad system to be a little on the expensive side. This isn’t surprising, because even though new placements have opened up (see Stories Ads on Facebook and now the new marketplace ads), there’s so much competition. Fortunately experts don’t expect this kind of growth to continue, but for now, it’s what we’ve got.

Here’s the silver lining. Ad costs have gone up, but more people are seeing (and hopefully being impacted by) our ad campaigns. This speaks to the potential of Facebook Ads, and is a good reminder to keep testing different strategies, copy, and offers to see what works.

Facebook live has continued to grow in popularity, and it’s still one of the most high-engaging strategies you can use on Facebook. Lives get more engagement than other video content on average, though most of it typically comes during the live broadcast.For best results, make sure that you’re going live at peak hours when your viewers know you’ll be there.

This coincides with the statistic below that shows that 85% of videos are played without sound. People can deal with a little action catching their eye, but having loud sounds start playing when they didn’t choose to watch the video is another story– especially if they’re somewhere public. No one wants to have a tampon commercial start blasting out of their phone when they’re on the subway.

Add closed captions to your videos. They’ll increase viewing time by ensuring that people can understand what you’re discussing even if they can’t or don’t want to enable sound, and they can help draw users in before they decide to play the sound or even start watching.

You’ve got three seconds to catch their attention, as it turns out, the biggest impact that you have may be made in those same three seconds, too. Really capitalize on that, explaining why customers should care and how you can offer value up front. This will make a difference and make your ad significantly more effective.

Facebook Users: Who is on your page?

For every five adults who use the internet, four of them are using it to check Facebook. This should give you a good idea of how many people are on Facebook. In a recent study, the Pew Research Center goes on to break things down a bit:

There won’t be a clear connection between your company and every trending topic, but when there is it, take advantage of the opportunity before it slips away.

For example, Target doesn’t make a specific post for every individual product they sell. However, they do highlight products that they know people care about, like Taylor Swift’s new album:

(Yes, I’m also a Swiftie. Quit hating.)

It can be tricky to figure out what to post. But thankfully, it isn’t tricky to figure out if you failed or not. If something isn’t getting the engagement, move that strategy to trash and switch it out with some surefire ways to make your posts interesting.

Chances are, you’re already familiar with some of them. For example, you know to post pictures when you can.

In light of that last handful of stats, check out these best practices to spice up your next video post.

First things first: optimize for mobile.

The Jane Goodall Institute recently ran a test on their Facebook page to find out which mobile video format sparked the most engagement. They created the same video in both square and landscape formats, and then they tested them against each other.

The square video won this round. By what we like to call “a landslide.”

It received twice the likes and thrice the shares as the landscape video.

Make sure your video has enough space to shine in the newsfeed by putting it in a square format.

Now that you’ve got the format covered, it’s time to talk about time.

You don’t want your fans to miss the best part of your video. And they probably will, if they’re scrolling away with more than three minutes to go.

Just as text posts are best kept short, shaving time off your video is essential to getting your entire message across.

Don’t tackle too many things at once, though. Focus on one story per video to make sure your viewers actually watch it until the credits roll.

Toms has mastered this concept. Every so often, their page posts a “We Are What We Do” video. These videos provide short stories about one person who relates to the company:

Typically, they’re short. As in, 15-seconds-short.

One of the ways Toms keeps the videos so short is by including the bare minimum of info in the video. Then, they link to explanatory pages in the text part of the post:

Note that they also include a quote in this area, instead of including the quote only in the video. This way, Toms makes sure that even the people who watched without sound will see the quote.

You may also choose to include subtitles in your video.

Finding the right font, font size, and font color to ensure your subtitles are legible can be tricky. One way to get around this is to leave a space for subtitles at the bottom of the screen, like this CollegeHumor video does:

As a result, the subtitles are easily visible and the message of the video is clear.

Even to those viewers stuck in a boring meeting.

Conclusion

Facebook is essential for marketers and businesses of all sizes and from all industries.

Even with organic reach declining, both organic marketing and on-platform advertising offer huge potential to help you effectively connect with your audience in meaningful ways.

Users are still engaging with the platform regularly and enthusiastically, and they’re increasingly using it to find community instead of just getting updates.

If you keep that in mind, you’ll be able to adapt alongside the platform as it evolves and continue to see results, no matter how fierce the competition gets.

What do you think? Did any of these statistics surprise you? Which statistic will influence your campaigns the most? Share our thoughts and questions in the comments below!

Stats highlight trends. Just because one is old doesn’t mean it’s wrong, no longer relevant, or reversed since then. Take Facebook’s organic reach. It’s been declining for years and years and years and years. It first became an issue back in 2014. And today? It’s even worse. Does that mean the information from 2014 is incorrect? Not necessarily. In fact, it’s even more relevant today than it was a few years ago.

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